7 Advantages Variable Data Printing Has on Marketing Strategy

Shoppers want brands to target them with personalized direct marketing. In fact, 86% of consumers like when retailers personalize their marketing pieces directly to them and believe this does significantly impact their buying decision. To actualize this, businesses need to incorporate personalized marketing messages into their strategies.

One of the best technologies that can allow you to do this is variable data printing.  

Want to know more about variable data printing?

Keep reading!

What Is Variable Data Printing?

This refers to a digital printing technique which replaces static elements with personalized ones. It enables your target audience on your marketing list to receive personalized messages specific to them.  The nice part is with Variable Date Printing, you don’t have to manually design each direct mail piece to the recipient.

Variable data printing was first introduced in the 1980s but perfected in the 1990s. Today, it’s one of the best ways to improve your marketing strategies with direct mail.

Advantages of Variable Data Printing

Do you want to capture the attention of your target audience? Want to connect with your target audience on a personal level? Try variable data printing services.

Read on and learn the 7 advantages of variable data printing has on your marketing strategy.

1. Personalize Your Direct Mail

Variable Data Printing (VDP) allows you to personalize every piece to the recipient, helping it stand out amongst all your mail. VDP allows your direct mail piece to speak specifically to your prospect and stand apart from the rest of the mail they receive.  It gives you the ability to have specific offers and coupons based off your prospects needs and wants, which will increase response rates.

2. Incorporate Eye-Catching Images and Colors

Secondly, variable print allows you to incorporate eye-catching fonts, images, and colors. This helps to transform your direct mail piece and allows it to stand out.  For example, if you were a lawn care company, you could spell your prospects name mowed in the grass, grabbing their attention while speaking to what you do and are offering.

3. Can be used on a variety of applications

VDP allows you to personalize any of your printed mail pieces for instance letters, postcards and brochures can now all be specific towards your recipient. Instead of saying, “Hey you,” you can now call them by name and personalize the message and offer towards the recipient.

4. Can Batch Different Artwork within an Order

VDP Printing can allow you to combine multiple artworks within one order by using what is called a Letter Code. This will help you measure what message or offer will provide a higher response rate. It also allows you to maximize your order. For example, 1 order of 500 pieces instead of 4 orders of 125 pieces, which allows you to mail at a cheaper postage rate and save money on printing.

5. Makes Data Analysis and Customer Tracking Easy

Want to track your customers and know the response rate of your direct mail marketing efforts? VDP allows you to include QR codes, call tracking numbers, and personalized URLs in your direct mail. Once you analyze the data, you can learn if your marketing efforts were successful or not.

6. Targeted Campaigns

Variable Data Printing allows you to do smaller, more targeted direct mail campaigns that will yield a higher return on your mailings. So, instead of printing large static direct mail campaigns that you can’t track or measure response rates on, you can now leverage digital printing with VDP to do not only personalize your direct mail piece but to also do test campaigns and measure a true return on your investment. Less can be better with the use for smaller targeted direct mail campaigns.

7. Higher Response Rates

Personalized direct mail has proven to generate a higher response rate compared to non-personalized pieces. In fact, direct mail returned an average response rate of 4.9% for prospect lists and 9% for house lists when using VDP on their marketing piece.

Why Variable Data Printing Is Perfect for Your Business

Variable data printing is perfect for all industries. Examples include: finance, telecommunications, retail, service industry, and pharmaceuticals. You can combine it with other marketing strategies such as social media and email.

Above all, this improves brand engagement, brand reputation, sales, and ROI!

For more information on variable data printing services, contact Modern Mail and Print Solutions today!